The reality is that a company providing a "commodity" consumer service such as telecoms will typically have a slightly negative online score - people generally speak up when they're unhappy. Everything working fine is what users expect - the marketing team is realistic about how much you can "surprise and delight" a customer with a service that is only remarkable to users when it's not working!It's a lot easier for sexy brands. It's a lot easier for sponsorship projects (and this is where I do believe service brands have a space to play). That's stuff I want to talk about. Otherwise, just get your product to work and don't bombard me with shallow, wishy-washy comms plans and vacant tweets.